How The Ford Bronco Filson Started With a LinkedIn Message

Ford and Filson seem like an unlikely pair at first glance. One builds vehicles. The other builds rugged outdoor gear. Yet both brands eventually realized they were attracting many of the same customers.

That shared connection ultimately led to the Bronco Filson. During the reveal, we spoke to Haley Skiko, Bronco Brand Manager at Ford. She shared how the partnership came together, why Bronco owners keep asking for something unique, and how a simple LinkedIn message helped turn an idea into reality.

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The Brands Didn’t Know They Were Looking For Each Other

Long before anyone discussed a special edition Bronco, Ford and Filson were noticing something interesting. Their customers often looked remarkably similar. People who loved Broncos were often the same people spending weekends fly fishing, hunting, camping, and exploring remote trails in their Filson gear. Filson even featured classic Broncos in some of its marketing.

“We both found each other being on each other’s mood boards.” Haley Skiko, Bronco Brand Manager, Ford

The connection became even clearer after the Bronco Wildland Fire Rig concept drew strong interest from enthusiasts. What started as a shared appreciation for outdoor life suddenly looked like the foundation for a production vehicle.

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The Entire Thing Started On LinkedIn

Most people would assume a partnership like this began with executives and conference rooms. According to Skiko, it started with a much simpler idea.

“What if we just reach out to them on LinkedIn? And what if we just see what we can do and just see what happens?” – Haley Skiko, Bronco Brand Manager, Ford

Once the conversation started, both companies quickly realized how much overlap already existed between their customers. The partnership felt natural almost immediately.

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Designing the Bronco Filson

Ford and Filson brought decades of heritage and design inspiration to the project. The challenge was not finding ideas. It was deciding which ones deserved a place on the final vehicle.

“There are never ending possibilities of ideas, colors, patterns, designs, because there’s so much history in both of the ways that our brands work within design.” -Haley Skiko, Bronco Brand Manager, Ford

The team focused on details that felt purposeful rather than decorative. They wanted the Bronco Filson to honor both brands while still feeling like a vehicle owners would happily use every day.

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Bronco Owners Always Want Something Different

Since Bronco returned in 2021, Ford has watched owners embrace special editions. They want unique colors, premium interiors, and special editions that stand apart from the crowd. That feedback helped shape the Bronco Filson.

“We really want something that’s bespoke and we want something that stands out.” – Haley Skiko, Bronco Brand Manager, Ford

That philosophy shows up throughout the vehicle, which is designed to appeal to both Bronco enthusiasts and longtime Filson fans. Ford expects plenty of crossover between the two communities as the Bronco Filson arrives in driveways and on trails.

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Refinement Meets Adventure

Asked to choose her favorite detail, Skiko immediately pointed to the interior. Specifically, she highlighted the extensive use of leather and the way it changes the atmosphere inside the vehicle.

“The minute you step into the vehicle you feel like you have stepped into refinement.” – Haley Skiko, Bronco Brand Manager, Ford

That’s ultimately what makes the Bronco Filson interesting. It is not trying to reinvent the Bronco or soften its personality. It is still meant to get dirty, head off pavement, and explore. What Ford and Filson have done is create a vehicle that reflects the lifestyle many Bronco owners already embrace. Fittingly, the entire idea began not with a product plan, but with a simple LinkedIn message and a little curiosity.